NMTW Community CU to Become Align

The $554 million NMTW Community Credit Union in Lowell, Mass., has announced it will change its name to Align Credit Union in September.

Northern Massachusetts Telephone Workers CU was founded in 1922 and expanded with a community charter in 2005 that allows it to serve anyone who lives, works or goes to school in communities in eastern Massachusetts and southern New Hampshire.

“First and foremost, our name is truly the only thing that is changing and we are not being bought out or merging with another institution,” said Ken Del Rossi, NMTW President and CEO. “I am extremely proud of our telephone worker heritage but I am equally excited for this change and what it means for our future.”

The new name is the result of more than a year of research and planning and the 25,500-member NMTW said it has partnered with Single Source Marketing of Danvers, Mass., for the rebranding.

“A lot of people have been asking ‘Why Align?’” said Lauren Robinson, NMTW assistant vice president and marketing director. “A major part of the brand development process involved getting to the core of who we are and what sets us apart. What we discovered is that as NMTW, our approach has always been member-driven. That’s where Align was born. It’s about providing the right products and services, tailored to each member’s needs.”